Challenge
Reimagining Country Road’s kids department and creating a cohesive, entertaining in-store experience, while aligning the build with the brand’s 5 Star Green store rating.
Delivery
/ Creative Strategy
I developed a strategic approach to colour and spatial flow, creating a fluid palette and visual principles that transitioned across baby, kids and teen zones. This ensured the entire floor felt connected while maintaining a strictly age-appropriate aesthetic.
/ Art Direction
Drawing on Australian bushland, we used natural hues and textures to design and build an engaging in-store experience. I tailored the at-shelf theatre across each age group, transitioning from native animals for toddlers to abstract geometric forms for teens. Interactive games encouraged children to play and parents to dwell, all while meeting strict sustainability targets.
The launch of the new department successfully set a new experiential benchmark for Country Road.
By perfectly balancing interactive play zones with highly strategic VM theatre, we transformed the space into an engaging environment for children that allowed parents to dwell longer.
And by prioritising upcycled and durable materials in the design phase, the physical build reinforced the premium aesthetic of the brand while delivering on its steadfast commitment to environmental sustainability.
Impact
